CRM Audit

CRM Implementation is not a one time process. Continuous CRM Audit process is a must to have adequate CRM Usage and CRM adoption. At Enjay, we have a very elaborate process for CRM Audit, to help our Clients take maximum benefit of the platform.

Small business and large Businesses deploy Customer Relationship Management – CRM Solutions in order to increase the efficiency and profitability of the businesses.

It is noticed that SME owners and managers need help in managing this change. Any new process or system requires cementing by regular push. So we designed a unique CRM Audit process for our CRM Clients, which helps them to know where the improvement is needed.

There is a significant difference between installing MS Excel and implementing CRM. It’s a cultural Change, which requires change management. CRM Audit integral part of Change Management.
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What is CRM Audit

CRM Audit is a process, where our special team analyses CRM usage statistics and then discusses them with the Management and users of the Client company.

Audit finds out flaws in the usage of CRM software, problems with the data quality of the captured information. Most importantly, it unfolds the compliance issues with the processes defined.

Consistency is the key to the entire Audit Process. CRM Audit is generally done along with CRM Admin because Success of CRM implementation comes under the roles and responsibilities of CRM Admin.

At Enjay, we have a dedicated Team called Customer Success Team who handles CRM Audits and helps our Clients to improve usage and adoption of CRM in their companies.
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CRM Audit Checklist

The purpose of CRM Audit is to check over-all health of CRM usage. The final goal is to increase the CRM Adoption to optimum level.

CRM Usage Issues

  1. Is everybody using the CRM to take benefit of the same?
  2. Whether Sales Activities of the Sales Team are getting logged.
  3. Number of records per user per day to ascertain proper usage.
  4. Calls, SMS, Emails, Visits, Meetings per day/per week.
  5. Number of Tickets, enquiries, deals created or closed during the period, user-wise.
  6. Is the usage enough according to the Top Management?

Data Quality Management Issues – DQM

  1. Improper data of Prospects and Customers creates lots of problems with the way your team interacts with Customers.
  2. Missing, incomplete or incorrect names, numbers, email IDs.
  3. Incorrect or missing classification or categorisation for Enquiries, deals, tickets etc.
  4. Missing cities, product details, customer type, sales stage, ticket type etc.
  5. DQM issues are not critical, but they do pose a problem.

Process Quality Issues – PQM

  1. PQM is used to discover problems with processes.
  2. Missed follow-ups, due dates.
  3. Data assigned to some non-existent user.
  4. Deals or tickets are becoming overdue.
CRM Audit covers Usage analysis, Data Quality Management and Process Quality Management anaylsis.
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Process of Audit for CRM

  1. The concept and benefit of Audit are explained to Management of the Client company, once the base CRM implementation has started.
  2. After their permission and acceptance to the terms of Audit, the Customer Success Team at Enjay starts the audit.
  3. There are Three Audits and then the followup of those audits.
    1. The first Audit uncovers the most fundamental problems with discipline and compliance with the CRM process. The issues with Data Quality management are also covered in the first Audit.
    2. The Second Audit gives more focus on the Process Quality Management related issues.
    3. The Third and Final Audit focuses more on the enhancement of Process Automation and taking the entire CRM implementation to the next level. The third step helps to uncover lots of opportunities unexplored.
  4. Every Audit has follow-up Audits. If there is no improvement, then the Audit Process is discontinued.
  5. The Audit Reporting and discussion is to be done with Top Management and decision makers only.
The CRM Audit process provides AI – Actionable Insights. These are hidden opportunities.
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Discontinuation of CRM Audit

The CRM Audit Process is discontinued in following cases:

  1. If the Client Top Management is not taking any actions, and there is no improvement in CRM Usage.
  2. If Client requests Enjay that they don’t need Audit process anymore.
  3. There is no cooperation from the Client side for the Audit.
  4. Top management is not available for discussion on Audit Findings and corrections required.
  5. Client’s Top Management is not able to affect and implement the suggestions discussed in the CRM Audit Meetings.

Data Privacy and CRM Audit

The service of the periodic audit of CRM usage is optional, we offer it to clients and if they agree then only we do it for them. However, it is still governed by the NDA and Privacy Policy.

We make sure that the access to dashboard and reports is limited to analysing usage of CRM systems by the Team. Also, the Customer Success Team that does the Audit knows and understands the data privacy commitment of Enjay to their core.

Protection of privacy of Customer’s CRM data is of prime importance to us. CRM Audit process is governed by the Privacy Policy and NDA for the CRM platform.
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Tools used for CRM Audit

CRM Dashboard

The Mobile CRM Dashboard is designed for complete transparency and monitoring purpose. The philosophy of CRM Dashboard covers all the essential components of Audit. Both Sales and Helpdesk Functions are completely covered in CRM Dashboard.

Prebuilt CRM Reports

CRM reports need to be checked only to understand the patterns in deeper details. Something like pathological analysis of the problems in CRM usage. However, Mobile CRM Dashboard is enough to handle the entire Audit Process.

CRM Dashboard is designed to help Audit the work of Sales Reps, Marketing teams, and entire Sales Management. Also included is Helpdesk Dashboard for managing support team.
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Result of CRM Audit on Usage and Adoption of CRM

  • Helps Team Leaders and Managers to take maximum benefit of the CRM platform.
  • Simplifies Sales Management and reduces friction between Sales reps and Sales Managers.
  • Moves the organisation from person oriented to Process Oriented.
  • Increases the efficiency of Employees, by automating tasks and organising the information.
  • Actionable Insights, AI helps managers to uncover the hidden opportunities and next actions.
  • Differentiate between Performers and Pretenders.
  • Increase in Profitability, efficiency and transparency.
  • Removes unnecessary data entry and duplication of work.
  • Reduces stress between employees and top management by bringing in the transparency.
  • Increased Customer Satisfaction for the Client company.
  • Properly categorised data can be very useful for the Sales and Marketing team to use that in real time, for Social Media marketing.
The end result of CRM Audit and successful follow-up actions by Managers/Bosses is increased profitability and efficiency.
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Most common problems found in CRM Audit

Here are some observations that we found

  1. Top management thinks that the software will run the company and nobody needs to look after it. The software doesn’t run the company, people do. Here are five things that Bosses should do for Successful CRM implementation.
  2. Many times older employees don’t heed to the management requests. These old-timers are the ones who put CRM Success out of track.
  3. Lack of Interest by Senior Team members, sometimes because they feel that this will take away their clout on the company.
  4. Inefficient Team members, don’t want the system to be implemented because they fear that transparency will take away their jobs.
  5. Many times it is just the lack of conviction and will power from the top management. They make CRM implementation as optional.
The most significant problem we uncover in CRM Audit is lack of drive from the Top Management to make the business a System Driven entity.
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Can Team Leaders do CRM Audit on their Own?

Of course, yes. We also have a lot of training material for understanding CRM insights and analysis. We encourage Team Leaders and managers to learn how to read the numbers and ideas between the lines.

Comments Rating 4 (1 review)

2 Comments

  1. Viren Reshamwala June 7, 2019
    • Limesh Parekh June 7, 2019

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